Investigating antecedent constructs affecting potential Australian travellers' destination image of Fiji amidst the COVID-19 pandemic

ABSTRACT

This study examines six antecedent constructs affecting potential Australian tourists' destination image of Fiji. Data were collected from 416 respondents and analysed using covariance-based structural equation modelling. Results revealed that five constructs–impressions of Fiji, trust in the Fijian government, crisis management, solidarity, and COVID-19 mitigation practices–were positively associated with respondents' cognitive and affective destination image formation. Xenophobia also moderates the positive association between cognitive and conative images. These findings contribute theoretically to understanding salient constructs contributing to destination image formation amidst the pandemic. Study insights will be useful to practitioners in developing effective marketing strategies and tourism recovery. © 2023 Asia Pacific Tourism Association.